A Study on the Role of Social Media in Attracting Customers

Social media has become a way of life. A large mass of people use social media to keep in touch with their loved ones; however, these days a growing number of businesses are also using them for endorsement of their products. Many types of social media tools are available which businesses can utilize to attain various goals such as brand promotion, brand management, image building, lead generation, etc. There is lots of reason as to why a certain company needs social media marketing. Social media such as LinkedIn, Facebook, and Twitter are fundamentally changing how consumers communicate with each other and evaluate product information.  In this course, the paper discusses the implications of the rapid advent of social media in respect to effectively managing businesses.  For new business ventures, carefully articulating the role of social media is going to be a critical component in defining their business vision and strategic plan moving forward. For established organizations, understanding and embracing social media will ensure that they are not blindsided by disorderly changes in the marketplace, and guide their efforts at sustaining market leadership in the future. The objective of this study is to find out how the social media outline the market place situation and the marketing strategies and programmers that would help the company achieved its business and organization goals. The paper carries out empirical research to understand the effectiveness of social media as a marketing tool and an effort has been made to analyze the extent social media helps consumers in buying decision making. Various statistical tests have been applied to support the research hypothesis. The present paper tries to find out how companies are integrating social media into marketing so as to boost awareness and generate excitement about their products. The paper comes with an outcome that if used well social media can help businesses build essential emotional connections with people, thereby creating a profound impact both on customers and employees. Consumers can become partners, helping to tell the brand story and co-creating products and services that ultimately drive bottom line success.